The Roads and Transport Authority (RTA) and Dubai Police launched the #It_Can_Wait safety awareness campaign to reduce the number of motorbike accidents, which soared by 33% from 300 in 2020 to 400 in 2021. The campaign targeted all segments of society since achieving road safety is a shared responsibility.
The rush to deliver orders, the use of navigation apps, and compliance with traffic safety rules put distracted delivery riders at risk of fatal accidents. Indeed, police figures showed that the majority of motorbike accidents in Dubai involved delivery riders. The #It_Can_Wait campaign aimed to better educate delivery riders and urge other motorists to be attentive to road users and demonstrate a spirit of responsibility to achieve traffic safety.
The Concept
Life has a rhythm to be maintained. Every individual follows a routine: waking up in the morning, driving to work, eating, spending time with family and friends, etc… When anything goes out of the usual, the whole rhythm gets disrupted. Our lives are interconnected.
The video captures a day in the life of a delivery rider and the challenges he faces on the road in parallel with other motorists. If one road user violates traffic rules, he endangers other people’s lives. As a community of drivers, road safety is our responsibility. Whether it is an order that needs to be delivered, a meeting that needs to be attended on time, or a text message that needs a reply, #It_Can_Wait.
